EFIKASNOST EMOCIONALNIH APELA U MARKETING KAMPANJAMA
EFFECTIVENESS OF EMOTIONAL APPEALS IN MARKETING CAMPAIGNS

Summary/Abstract: This paper explores the effectiveness of emotional appeal in marketing campaigns and its impact on consumer behavior, brand recognition, and loyalty. Emotional appeal, through emotions such as happiness, compassion, humor, and sadness, is used to create a deeper connection between the brand and consumers, enabling brands to stand out in the marketplace. Through a literature review and case study analysis— including campaigns such as “Share a Coke” (Coca-Cola), “Real Beauty” (Dove), and “Like a Girl” (Always)—the paper shows that carefully chosen emotions can increase consumer engagement and encourage long-term loyalty. The findings indicate that emotional appeal must be authentic and aligned with brand values to achieve positive results. The conclusion emphasizes the need for a careful balance between emotions and rational elements in campaigns, as well as recommendations for further research in digital environments.

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